Öz
Researches about the Internet usually focus on consumers’ demographic characteristics which provide the statistical data. But researches about people’s attitudes and beliefs are limited. However understanding the digital consumer emerging with the help of new technologies is crucial for the success of the advertising. Individual’s beliefs and attitudes toward advertising affect the success of ads. The goal of this study is to determine the participant’s beliefs and attitudes towards Internet advertising by using Yang’s (2003) 38-item Likertscale. In the study, survey method was used and 183 surveys were conducted. Participants were chosen by convenience sampling approach. Results reveals that seven belief factors (Materialism, hedonism, product information, consumer benefits, good for economy, negative features and web-economics) are determinant on attitudes toward internet advertising
Anahtar Kelimeler
Internet internet advertising consumers’ attitudes consumers’ beliefs digital consumers
Kaynakça
- Alwitt L F ve Prabhakar P R (1992) Functional And Belief Dimensions Of Attitudes To Television Advertising, Journal of Advertising Research, 32(5), 30–42.
- Anderson R D, Engledow J L ve Becker H (1978) Advertising AttitudesIn West Germany andThe U.S.: An Analysis Over Age And Ti- me,Journal of International Business Studies, 9, 27-38.
- Andrews J C (1989 The Dimensionality Of Beliefs Toward Advertising In General, Journal of Advertising, 18(1), 26–35.
- Bayram N (2004) Sosyal Bilimlerde SPSS İle Veri Analizi,Ezgi Kitapevi, Bursa.
- Berthon P, Pitt L F ve Watson R T (1996) TheWorld Wide Web As An Advertising Medium: Toward An Understanding Of Conversion Efficiency, Journal of Advertising Research, 43–54.
- Brackett L K ve CarrJr B N (2001) Cyberspace Advertising vs. Other Media: Consumer vs. Mature StudentSttitudes, Journal of Advertising Research, Eylül- Ekim, 23- 32.
- Cho C H ve Cheon H J (2004) WhyDo People AvoidAdvertising On The Internet?,Journal of Advertising, 33 (4), 89–97.
- DucoffeR H (1995) How Consumers Assess The Value Of Advertising Journal Of current Issues and Research in Advertising, 17 (1), 1- 18.
- Ducoffe R H (1996)Advertising Value And Advertising On The Web, Journal Of Advertising Research, Eylül – Ekim, 21-35.
- Erdoğan İ (2012) Pozitivist Metodoloji ve Ötesi, Erk Yayınları, Ankara.
- Gordon M E ve Lima-Turner K D (1997) Consumer
- Advertising, International Marketing Review, 14 (5), 362-375. Towards
- Internet Hawkins D T (1994) Electronic Advertising: On Online Information Systems, http://web. ebscohost.com/ehost/detail?sid=99288288-48
- 89-45ae-aa515699ce0a4753%40sessionmgr10
- 4&vid=1&hid=126&bdata=JnNpdGU9ZWhvc
- 3QtbGl2ZQ%3d%3d#db=iih&AN=941102415 3, erişim tarihi 27.09.2011.
- http://www.milliyet.com.tr/turk-insani-haftada- 7-7-saati-sosyal-medyada-geciriyor/yasam/ hab erdetay/ 12.10.2010/1300304/default.htm (eri
- şim tarihi: 18.07.2013)
- http://www.eweek.com/c/a/Search-Engines/
- Yahoo-Refreshes-Upgrades-Some-Products
- 775120/ (Erişim Tarihi: 18.07.2013)
- http://sosyalmedya.co/socialbakers-temmuz
- turkiye-raporu/(Erişim Tarihi: 18.07.2013)
- İspir N B ve Suher K (2009) SMS Reklamları- na Yönelik Tüketici Tutumları, Selçuk İletişim Dergisi, 5(9), 5-17.
- Kalaycı Ş (2010) SPSS Uygulamalı Çok De- ğişkenli İstatistik Teknikleri, Asil Yayın Dağı- tım, Ankara.
- Lutz R J (1985) Affectiveand Cognitive Antecedents of Attitude Towards The Ad: A Conceptual Framework, L F Alwitt ve A AMitchell (Der.),Psychological Processesand Advertising Effects Theory, Research, and Application, Lawrence ErlbaumAssociates, Hillsdale, NJ, 45-63.
- McMillan S J (2007) Internet Advertising: One Face Or Many?, D WSchumann ve E Thorson (Der.), Internet Advertising: Theory And Research,Lawrence Mahwah, N.J, 15-35.
- Associates, Mehta A ve Purvis S C (1995)When Attitudes Towards Advertising In General Influence Advertising Success,The Proceedings of the 1995 Conference of the American Academy of Advertising, Waco, TX: Baylor University, 190-196.
- Mehta A (2000) Advertising Attitudes And Advertising
- Advertising Research, Mayıs – Haziran, 67-72. Journal
- of Micu A C (2007) Theoretical Approaches in Internet Advertising Research, D W Schumann ve E Thorson (Der.), Internet Advertising: Theory
- ErlbaumAssociates, Mahwah, N.J, 37-68.
- Lawrence Mittal B (1994)Public Assessment Of TV Advertising: Faint Praise And Harsh Criticism, Journal of Advertising Research, 35–53.
- Muehling D D (1987) An Investigation Of Factors
- Advertising In General, Journal of Advertising, 16(1), 32–40. Attitude
- Toward Pallant J (2007) SPSS Survival Manual, Open UniversityPress, New York.
- Pollay R W ve Mittal B (1993)Here's The Beef: Factors, Determinants, And Segments In Consumer
- TheJournal of Marketing, 57 ( 3), 99-114. Of
- Advertising, Previte J (1999) Internet Advertising: An Assessment
- Prometheus,17 (2), 199-209.
- Attitudes, Reid L N ve Soley L C (1982) Generalized And
- Advertising’s Social And EconomicEffects, Journal of Advertising, 11(3), 3–7.
- Toward Sandage C H ve Leckenby J D (1980) Student Attitudes Toward Advertising: Institution vs. Instrument, Journal of Advertising, 9(2), 29– 32.
- Schlosser A E, Shavitt S ve Kanfer A (1999) Survey Of Internet Users’ Attitudes Toward Internet Advertising, Journal Of Interactive Marketing, 13 (3), 34-54.
- Severin W J ve Tankard J W Jr (2001) Communication Theories, Longman, New York.
- Shavitt S, Lowrey P M ve Haefner J E (1998, July/ August) Public Attitudes Toward Advertising: More Favorable Than You Might Think, Journal of AdvertisingResearch, 7–22.
- Wells W D ve Chen Q (2000)The Dimensions
- Of Commercial Cyberspace, Journal of
- Interactive Advertising, 1(1), http://jiad.org/
- article4, erişim tarihi: 12.08.2011.
- Yang K C C (2003) Internet Users’ Attitudes Toward
- Advertising: An Exploratory Research From Taiwan, Journal of International Consumer Marketing, 15(4), 43-65. About
- Internet Zeff R L ve Aranson B (1997)Advertising On The Internet, J. Wiley, New York.
Öz
İnternet üzerine yapılan akademik araştırmalar, tüketicilerin demografik özelliklerine ağırlık veren istatistikî veriler sunmakta, kişilerin inanç ve tutumlarına yönelik çalışmalar sınırlı kalmaktadır. Oysaki yeni iletişim teknolojileri ile ortaya çıkan dijital tüketicinin anlaşılması reklamcılığın
başarısı için önemlidir.Bu çalışmanın amacı internet reklamcılığına yönelik katılımcıların tutumları ve inançlarının belirlenmesidir. Bu amaçla Yang'ın (2003) araştırmasında kullanılan 38 mad-den oluşan Likert ölçeği esas alınmıştır. Araştırmada veri toplama yöntemi olarak anket kullanıl-
mış ve 183 kişiye uygulanmıştır. Ankete katılan kişiler kolayda örnekleme yöntemi ile seçilmiştir. Araştırma sonuçları internet reklamlarına yönelik tutumlar üzerinde belirleyici olan yedi inanç
faktörü (Materyalizm, hedonizm, ürün bilgisi, tüketici yararı, ekonomiye katkı, olumsuz özellikler ve web ekonomisi) olduğunu ortaya koymuştur.
Anahtar Kelimeler
İnternet; internet reklamları; tüketici tutumları; tüketici inançları; dijital tüketic
Kaynakça
- Alwitt L F ve Prabhakar P R (1992) Functional And Belief Dimensions Of Attitudes To Television Advertising, Journal of Advertising Research, 32(5), 30–42.
- Anderson R D, Engledow J L ve Becker H (1978) Advertising AttitudesIn West Germany andThe U.S.: An Analysis Over Age And Ti- me,Journal of International Business Studies, 9, 27-38.
- Andrews J C (1989 The Dimensionality Of Beliefs Toward Advertising In General, Journal of Advertising, 18(1), 26–35.
- Bayram N (2004) Sosyal Bilimlerde SPSS İle Veri Analizi,Ezgi Kitapevi, Bursa.
- Berthon P, Pitt L F ve Watson R T (1996) TheWorld Wide Web As An Advertising Medium: Toward An Understanding Of Conversion Efficiency, Journal of Advertising Research, 43–54.
- Brackett L K ve CarrJr B N (2001) Cyberspace Advertising vs. Other Media: Consumer vs. Mature StudentSttitudes, Journal of Advertising Research, Eylül- Ekim, 23- 32.
- Cho C H ve Cheon H J (2004) WhyDo People AvoidAdvertising On The Internet?,Journal of Advertising, 33 (4), 89–97.
- DucoffeR H (1995) How Consumers Assess The Value Of Advertising Journal Of current Issues and Research in Advertising, 17 (1), 1- 18.
- Ducoffe R H (1996)Advertising Value And Advertising On The Web, Journal Of Advertising Research, Eylül – Ekim, 21-35.
- Erdoğan İ (2012) Pozitivist Metodoloji ve Ötesi, Erk Yayınları, Ankara.
- Gordon M E ve Lima-Turner K D (1997) Consumer
- Advertising, International Marketing Review, 14 (5), 362-375. Towards
- Internet Hawkins D T (1994) Electronic Advertising: On Online Information Systems, http://web. ebscohost.com/ehost/detail?sid=99288288-48
- 89-45ae-aa515699ce0a4753%40sessionmgr10
- 4&vid=1&hid=126&bdata=JnNpdGU9ZWhvc
- 3QtbGl2ZQ%3d%3d#db=iih&AN=941102415 3, erişim tarihi 27.09.2011.
- http://www.milliyet.com.tr/turk-insani-haftada- 7-7-saati-sosyal-medyada-geciriyor/yasam/ hab erdetay/ 12.10.2010/1300304/default.htm (eri
- şim tarihi: 18.07.2013)
- http://www.eweek.com/c/a/Search-Engines/
- Yahoo-Refreshes-Upgrades-Some-Products
- 775120/ (Erişim Tarihi: 18.07.2013)
- http://sosyalmedya.co/socialbakers-temmuz
- turkiye-raporu/(Erişim Tarihi: 18.07.2013)
- İspir N B ve Suher K (2009) SMS Reklamları- na Yönelik Tüketici Tutumları, Selçuk İletişim Dergisi, 5(9), 5-17.
- Kalaycı Ş (2010) SPSS Uygulamalı Çok De- ğişkenli İstatistik Teknikleri, Asil Yayın Dağı- tım, Ankara.
- Lutz R J (1985) Affectiveand Cognitive Antecedents of Attitude Towards The Ad: A Conceptual Framework, L F Alwitt ve A AMitchell (Der.),Psychological Processesand Advertising Effects Theory, Research, and Application, Lawrence ErlbaumAssociates, Hillsdale, NJ, 45-63.
- McMillan S J (2007) Internet Advertising: One Face Or Many?, D WSchumann ve E Thorson (Der.), Internet Advertising: Theory And Research,Lawrence Mahwah, N.J, 15-35.
- Associates, Mehta A ve Purvis S C (1995)When Attitudes Towards Advertising In General Influence Advertising Success,The Proceedings of the 1995 Conference of the American Academy of Advertising, Waco, TX: Baylor University, 190-196.
- Mehta A (2000) Advertising Attitudes And Advertising
- Advertising Research, Mayıs – Haziran, 67-72. Journal
- of Micu A C (2007) Theoretical Approaches in Internet Advertising Research, D W Schumann ve E Thorson (Der.), Internet Advertising: Theory
- ErlbaumAssociates, Mahwah, N.J, 37-68.
- Lawrence Mittal B (1994)Public Assessment Of TV Advertising: Faint Praise And Harsh Criticism, Journal of Advertising Research, 35–53.
- Muehling D D (1987) An Investigation Of Factors
- Advertising In General, Journal of Advertising, 16(1), 32–40. Attitude
- Toward Pallant J (2007) SPSS Survival Manual, Open UniversityPress, New York.
- Pollay R W ve Mittal B (1993)Here's The Beef: Factors, Determinants, And Segments In Consumer
- TheJournal of Marketing, 57 ( 3), 99-114. Of
- Advertising, Previte J (1999) Internet Advertising: An Assessment
- Prometheus,17 (2), 199-209.
- Attitudes, Reid L N ve Soley L C (1982) Generalized And
- Advertising’s Social And EconomicEffects, Journal of Advertising, 11(3), 3–7.
- Toward Sandage C H ve Leckenby J D (1980) Student Attitudes Toward Advertising: Institution vs. Instrument, Journal of Advertising, 9(2), 29– 32.
- Schlosser A E, Shavitt S ve Kanfer A (1999) Survey Of Internet Users’ Attitudes Toward Internet Advertising, Journal Of Interactive Marketing, 13 (3), 34-54.
- Severin W J ve Tankard J W Jr (2001) Communication Theories, Longman, New York.
- Shavitt S, Lowrey P M ve Haefner J E (1998, July/ August) Public Attitudes Toward Advertising: More Favorable Than You Might Think, Journal of AdvertisingResearch, 7–22.
- Wells W D ve Chen Q (2000)The Dimensions
- Of Commercial Cyberspace, Journal of
- Interactive Advertising, 1(1), http://jiad.org/
- article4, erişim tarihi: 12.08.2011.
- Yang K C C (2003) Internet Users’ Attitudes Toward
- Advertising: An Exploratory Research From Taiwan, Journal of International Consumer Marketing, 15(4), 43-65. About
- Internet Zeff R L ve Aranson B (1997)Advertising On The Internet, J. Wiley, New York.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Derleme Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 7 Mart 2013 |
| Gönderilme Tarihi | 3 Aralık 2013 |
| Yayımlandığı Sayı | Yıl 2013 Cilt: 8 Sayı: 1 |
